The Slate targets doubled MICE revenue as North Phuket gains momentum

The Slate hosts one MICE group at a time for buyout exclusivity as Singapore remains its biggest regional corporate market.

The Slate Phuket is betting that North Phuket can win more regional meetings, incentives, conferences and exhibitions business by offering corporate groups privacy, space and easier access than busier resort districts.

Claude Sauter, General Manager of The Slate Phuket, said the area is entering a new phase as a luxury MICE destination, supported by proximity to the airport, open spaces and a quieter setting near protected national park surroundings.

The pitch is aimed at planners seeking alternatives to crowded urban or resort hubs. For Singapore-based companies, North Phuket offers a short-haul destination where teams can hold events without the congestion and distractions often associated with established leisure centres.

“North Phuket isn't trying to compete with traditional MICE destinations,” Sauter said. “It's offering something more compelling: space, authenticity, and true luxury exclusivity.”

The Slate is part of a 13-hotel alliance in North Phuket, giving the area more capacity to attract larger corporate movements whilst allowing individual properties to offer more curated experiences. The resort is also using its design-led identity to differentiate its MICE proposition, from arrivals to gala dinners.

The bigger hurdle is perception. Sauter said Phuket is still often viewed in regional markets through the lens of Patong, which is associated with crowds and heavy commercial activity. The Slate, located near Nai Yang Beach, is trying to position North Phuket around privacy, local character and a calmer event setting.

The resort is marking its 40th year with a stronger corporate events push. Its owners have declared 2026 the “year of MICE,” with a target to double MICE revenue.

Singapore remains a key source market as regional demand accelerates and booking cycles shorten. Long-haul demand is less certain, with some European luxury MICE clients cautious about travel via the Middle East.

For The Slate, the test is whether North Phuket can shift from a leisure-led image into a credible regional corporate events destination.